Análise da Internacionalização: Um Estudo de Caso da Indústria Têxtil Portuguesa no Mercado Brasileiro

Abstract

Objective of the study: To investigate the internationalization opportunities of the business group of the Portuguese textile industrial MoreTextile for the Brazilian market.Methodology/approach: A study of an applied nature with qualitative orientation was carried out through a single case.Originality/Relevance: The study is justified by the size and potential of the Brazilian market, associated with factors that facilitate this process, such as cultural similarities and the availability of raw materials necessary to manufacture the products, considering that Brazil is among the world's five largest cotton producers.Main results: The main positive aspects that justify the internationalization process of the Portuguese textile industry MoreTextile are: the opening of new markets guided by a more sustainable consumption and the availability of raw materials in Brazil. The negative aspects are: tariff barriers, high competitiveness, political instability, lack of qualified labor and logistics costs.Theoretical / methodological contributions: the study allowed to verify the opportunities and limitations in the internationalization process of the Portuguese textile industry for the Brazilian market.